Way to Blue's Australian behavioural change expert to head up newly launched wellbeing practice in London

Way to Blue has announced that leading creative digital and behavioural change expert Jennifer Wilson is to move from Sydney to London in order to launch a new wellbeing practice within the integrated agency.

Jennifer Wilson will head up new wellbeing practice

Wilson, who was previously director at the agency’s Sydney office, is a specialist producer and pioneer of multiplatform projects from apps and games to wearables for body hacking across health, entertainment and enterprise sectors. One of her most notable productions was the smoking cessation app MyQuitBuddy, which has had almost one millions downloads since launch.

The move to the UK is prompted by Way to Blue’s decision to expand the business into wellbeing with Wilson heading up behavioural change and wellbeing programmes operating out of the London office, while remaining active across the company’s Europe, IS and APAC territories.

Adam Rubins, chief executive at Way To Blue, stated: “Brands must act responsibly, focusing on good citizenship rather than just profit. With mental illness now accounting for 70 million sick days a year, companies and boardrooms are now starting to sit up and take notice, seeking new solutions including lifestyle apps and digital products to help improve wellbeing. Jen’s work at Way To Blue using gamification techniques which shape behavioural change are nothing short of ground-breaking and we are very excited to see her role extend across the business.”

Wilson added, “We are at a really critical turning point where consumers’ mental health and wellbeing across every area of their lives is on the tip of everyone’s tongue, whether it’s sexual health, addiction or just lifestyle improvements, such as yoga and meditation. What’s important is that brands recognise that truly delivering on a promise means understanding their audience and their behaviour and working with individuals to achieve their goals through the lifecycle of constant connection.”

Established in 1999, Way to Blue works with brands including InterContinental Hotels Group, Red Bull, NBC Universal and Netflix.

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